Otsuka Coin Toss Campaign

Otsuka's BreathTek Coin Toss Campaign
~ Despite American College of Gastroenterology recommendations against serologic testing for H. pylori, the bacteria causing 80-90% of peptic ulcers, Otsuka struggled to drive adoption of its BreathTek breath test as a superior alternative.
~ Launched a PhRMA-compliant marketing campaign that increased market share by 300%, resulting in $36M in revenue.